Formulation of BYD Marketing Strategy Based on SWOT Analysis in the Midst of Modern Manufacturing Competition
Abstract
This study analyzes the application of SWOT, strengthened by IFAS and EFAS, in the formulation of BYD's marketing strategy in the midst of modern manufacturing competition. The purpose of the research is to identify internal and external factors that affect BYD's competitiveness as a global electric vehicle manufacturer. With a qualitative descriptive approach and data sources in the form of annual reports, industry publications, and academic literature, the results show that BYD has strengths in battery technology, supply chain integration, and production capacity, while its weaknesses include market dependency and brand image challenges. Opportunities stem from rising demand for electric vehicles and policy support, while threats arise from global competition as well as fluctuations in regulations and raw material prices. The study confirms that SWOT analysis helps BYD formulate strategies that focus on technological innovation, brand strengthening, and international market expansion.
Keywords: BYD; Marketing Strategy; SWOT analysis; IFAS; EFAS; Modern Manufacturing Industry
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